Zomato Deletes 'Kachra' Campaign Video After Backlash On Social Media

Food delivery platform Zomato has deleted an advertisement campaign after the backlash on social media. The campaign, launched on World Environment Day (on June 5), was meant to raise awareness about the burden our planet faces because of plastic waste and showed how many kilograms of waste go into making mundane items - it takes 3-4 kg of recycled 'kachra' to make paperweight, or 9-12 kg of 'kachra' to make hand towels. The ad featured the actor who portrayed the character of 'Kachra' in 2001 movie 'Lagaan'. But it was slammed by social media users for drawing comparison between the two - 'Kachra' (waste or garbage) and the marginalised character.